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Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications
John Wiley and Sons Ltd, Jan 2010, Pages: 208
In the current economic climate, nonprofits need to focus on ways to stand out from the crowd, win charitable dollars, and survive the downturn. Effective, mission-focused communications can help organizations build strong identities, heightened reputations, and increased fundraising capability. Brandraising outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. This book provides tools and guidance for nonprofits seeking to transform their communications and marketing through smart positioning, branding, campaigns, and materials that leverage solid strategy and great creative, with a unique focus on the intersection of communications and fundraising.
Brandraising outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. Emphasizing the importance of building upon the core of a clear mission and relevant strategic plan, this book guides nonprofits through the process of creating a recognizable and meaningful brand, and a comprehensive, multi-level communications plan. Readers will learn how to coordinate every aspect of their branding and communications efforts, from beginning to end, including:
1. organizational profile (vision, mission, values, objectives, position, personality)
2. identity presentation (visual platform, messaging platform)
3. experiential outreach (online, print, personal, broadcast, mobile)
4. moving beyond brandraising (measuring communications impact on programs and impacts, sustaining successful communications and fundraising)
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